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Tasmanian Government Style Guide and Logo Policy Design and Graphic Elements to Implement a Consistent Image Index

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Tasmanian Government Style Guide and Logo Policy Design and Graphic Elements to Implement a Consistent Image Index Tasmanian Government Style Guide and Logo Policy Design and graphic elements to implement a consistent image INDEX INTRODUCTION 3 OUR IDENTITY 4 ELEMENts OF tHE BRAND 7 MANDATORY ELEMENTS 9 1. Logo format 9 2. Base wave device 13 3. Typeface 14 4. Colour palette 15 ApplYINg tHE ElEMENts 16 STATIONERY 17 Letterheads 17 With Compliments slips 18 Business cards 18 DL envelopes 19 Facsimiles 20 Invitations 20 PUBLICATIONS AND pRINTED MATERIAL 21 TEMPLATES 22 Manuals, internal and basic documents 22 Back covers 23 Folders 24 PowerPoint 25 HOw TO CREATE YOUR DESIGN 26 DESIGN EXAMPLES 27 SIGNAGE 29 Motor Vehicles 29 CLOTHING 30 COLLATERAL 31 NON-CAMPAIGN AND CLASSIFIED ADVERTISING 32 CAMPAIGN ADVERTISING 33 OUTDOOR ADVERTISING 34 TELEVISION AND MULTIMEDIA 35 RADIO 36 WEBSITES 36 FURTHER INFORMATION 37 Tasmanian Government Style Guide and Logo Policy 2 INTRODUCTION The Tasmanian Government Style Guide and Logo Policy is an appendix of the Whole-of-Government Communications Policy 2003, and should be read in conjunction with this document. The Whole-of-Government Communications Policy articulates the accountability structure for Government communications, including specific procurement requirements for communications services. Other relevant documents include the Tasmanian Government Web Publishing Standards and Guidelines, the State Government Captioning Policy and the Tasmanian Brand Guide. Links to these and other relevant documents can be found at www.communications.tas.gov.au WHO dOEs tHis pOLICY APPLY tO? This policy applies to the following Tasmanian Government departments and agencies: Department of Economic Development Department of Education Department of Health and Human Services Department of Infrastructure, Energy and Resources Department of Justice Department of Police and Emergency Management Department of Premier and Cabinet Department of Primary Industries and Water Department of Tourism, Arts and the Environment Department of Treasury and Finance Inland Fisheries Service Institute of TAFE Tasmania Tasmania Fire Service Any exemptions to the policy must be approved by the Secretary, Department of Premier and Cabinet. The logo may be used by: • Government business enterprises (GBEs) as defined in Schedules 1 and 2 of the Government Business Enterprises Act 1995 • with approval of the Secretary, Department of Premier and Cabinet, any other entity that is wholly controlled by the Tasmanian Government or subject to ministerial direction The logo may not be used by any other entity that is not wholly controlled by the Tasmanian Government or subject to direct ministerial control (e.g. joint State/Australian Government/industry bodies). Government business enterprises (GBEs) and state-owned companies (SOCs) are not compelled to use the Tasmanian Government logo because of their commitment to their own corporate identity, which relates directly to their trading activities. Tasmanian Government Style Guide and Logo Policy 3 OUR idENTITY In a crowded marketplace, nothing is more important than our brand. It communicates with our customers and stakeholders, projecting our values and the aims of our organisation. Tasmanians have confidence in the credibility and authority of advice, services and information which carries our branding. While the Tasmanian Government consists of a wide variety of departments and services, we share the same goal: to serve the people of Tasmania. This is best communicated by a consistent brand. The Tasmanian Government Style Guide and Logo Policy has been developed with this in mind. By applying the following formats and rules, all departments will be able to create consistent communications that complement each other and reflect the core values of the Tasmanian Government. The approach contains a number of uniform elements that ensure a consistent style and focus on identifying that these services are provided by the State Government. As communications content can vary widely between departments, this policy’s flexible visual guidelines allow for the effective presentation of a wide variety of information to different audiences. Please keep this Tasmanian Government Style Guide and Logo Policy handy as a ready reference. It is your link to our brand. THE TASMANIAN BRAND Tasmania is natural ESSENCE CORE VALUES Authenticity, innovation, connection BENEFITS Less complicated, island lifestyle Tailored products and services of premium quality Clean air and water, fertile soil and disease-free status KEY ATTRIBUTES Sense of community and relative simplicity Resourceful, creative, friendly and genuine people Extensive, conserved natural and cultural heritage Isolated, temperate island on the edge of the Great Southern Ocean The Tasmanian Government Style Guide and Logo Policy is aligned to the broader Tasmanian brand. For more information see the Tasmanian Brand Guide at www.communications.tas.gov.au Tasmanian Government Style Guide and Logo Policy 4 OUR idENTITY TASMANIAN GOVERNMENT LOGO AND POSITIONING STATEMENT The current Tasmanian Government logo was introduced in 2006, an evolution of the original thylacine logo introduced in 1997. The logo is a copyright design and has been registered as a trademark under the Trademark Act 1995 (Commonwealth). Its use on all communication mediums across government builds and maintains a clear and consistent Tasmanian Government brand identity. This enables the public to recognise government initiatives and therefore improves the delivery of, and access to, government programs and services. While the logo is a visual communication of the Tasmanian Government’s brand essence, as well as an identifying device, the positioning statement reinforces the message through language. It works strongly in partnership with the logo to create an overall brand image. Using the positioning statement wherever possible in communications (it can also be used separately in addition to use with the logo) conveys a consistent image to the market. The positioning statement ‘Explore the possibilities’, also introduced in 2006, reflects the way Tasmanians view their state and their lifestyle, and expresses their sense of confidence and optimism in the future. It is based on the values of the Tasmanian brand. Generally, the Tasmanian Government’s positioning statement should be incorporated into ALL communication – as outlined in this policy. However, there will be instances when the use of the positioning statement will be incompatible with a particular piece of communication. Decisions not to use the positioning statement must be made after advice from Agency Communications Managers and approved by the Director of Communications (Office of the Premier). Tasmanian Government Style Guide and Logo Policy 5 OUR idENTITY USE OF sUB-BRANDS The use of logos other than the State Government’s thylacine logo must be approved by the Secretary, Department of Premier and Cabinet. There are a few occasions when a logo sub-brand is necessary for operational, communication and marketing purposes. Approved sub-brands of the Tasmanian Government are: • Tasmania Police Service • Tasmanian Ambulance Service • Tasmania Fire Service • State Emergency Service • Tasmanian Government schools • Parks and Wildlife Service • Inland Fisheries Service • Tasmania Prison Services The Tasmanian Ambulance Service, Tasmania Fire Service, State Emergency Service, Tasmania Prison Services, Parks and Wildlife Service, and Inland Fisheries Service may use service-specific logos on vehicles and uniforms. These organisations must comply as a sub-brand in all marketing and communication, i.e. use their brand in conjunction with the Tasmanian Government logo as outlined in this style guide. Note: All of these organisations are required to comply with the broader Whole-of-Government Communications Policy 2003. TASMANIA POLICE It is recognised that Tasmania Police requires its own public brand to maintain the integrity of its operations. Its exemption from this Style Guide and Logo Policy is for operational purposes, including operational communication to the public, uniforms and vehicles. Tasmania Police is required to comply as a sub-brand for all departmental communication and marketing, including recruitment. TASMANIAN gOVERNMENt sCHOOLS Tasmanian Government schools must comply as sub-brands in their promotion and marketing material. Tasmanian Government Style Guide and Logo Policy 6 Elements of the Brand Tasmanian Government Style Guide and Logo Policy 7 ELEMENTS OF tHE BRAND STYLE GUIDE ANd lOGO pOLICY The Style Guide and Logo Policy has two distinct sets of elements – ‘mandatory’ and ‘flexible’. There are four mandatory elements which are NOT to be changed: 1. Logo (including positioning statement) 2. Base wave device (exceptions – signage, stationery, TV and web) 3. Typography and font 4. Colour palette The flexible elements are: 5. Pictures 6. Style (use curves, not boxes) 7. Specified water lines 8. Texture These are all design-driven choices that must be presented alongside the mandatory elements. This approach allows for the creation of solutions relevant to a specific marketing or image requirement. The golden rule is that these elements are to be interpreted within a ‘curves and water’ framework – except where it would infringe the moral rights of professional artists. The possibilities therefore are endless, as curved shapes and specified water lines can be used in any configuration or orientation. Use of lineal, boxed or angled shapes should be avoided. You may also be minimalist in your design approach. You
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